Бакалавриат
2024/2025
Современный дизайн
Статус:
Курс обязательный (Дизайн)
Кто читает:
Школа дизайна
Когда читается:
3-й курс, 1, 2 модуль
Онлайн-часы:
80
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Першеева Александра Дмитриевна
Язык:
английский
Course Syllabus
Abstract
The course is an updated brand management course, taking into account digitalization trends and the specifics of marketing and branding in the context of the transition of companies to the digital economy, as the introduction of digital technologies is reflected in the restructuring of the marketing activities of companies. Link to the course: https://openedu.ru/course/spbu/BRAND_ENG
Expected Learning Outcomes
- Gain knowledge and skills in order to make management decisions in this area
Interim Assessment
- 2024/2025 2nd module0.65 * Final test + 0.35 * Interim assessment
- 2025/2026 2nd module0.65 * Final test + 0.35 * Interim assessment
Bibliography
Recommended Core Bibliography
- Brand management : co-creating meaningful brands, Beverland, M., 2018
- Brand management strategies : luxury and mass markets, D'Arienzo, W., 2016
- Chan-Olmsted, S. M. (2005). Competitive Strategy for Media Firms : Strategic and Brand Management in Changing Media Markets. Mahwah, N.J.: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=167406
- Kotler, P., & Pfoertsch, W. (2006). B2B Brand Management. Berlin: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=172393
Recommended Additional Bibliography
- B2B brand management, Kotler, P., 2006
- Kelley, L. D., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising Media Planning : A Brand Management Approach (Vol. Fourth edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=971616